Glorious Goodwood's historic Stewards' Cup will now be known as the 32Red Cup, with 144 entries released for this year's race on August 2.
First run in 1840, £100,000 in prize money is on offer this season, with 32Red also backing the consolation 32Redsport.com Handicap which opens the card on the same afternoon.Back in 2010, the sponsors changed the name of one of Britain's other traditional handicaps, running the Bunbury Cup as the 32Red Trophy before bringing the old name back the following year.
The decision to change the name could be viewed as controversial and did not receive universal approval on social media.
Goodwood's PR manager Lucy Humble said: "From our point of view it was a commercial decision, we've worked closely with the sponsors and it was something they wanted to do.
"We weren't in a position to turn down a sponsor for this race. We all know it's a big betting race and, apart from last year, it has often been sponsored by a bookmaker.
"Stewards' is still in there in brackets and if, for example, 32Red decided not to sponsor next year, we'd be 100 per cent behind turning it back to the Stewards' Cup."Matt Booth, commercial director at 32Red, said: "We are thrilled to be sponsoring the 32Red Cup at Glorious Goodwood as well as the consolation race, the 32RedSport.com Handicap, for those horses eliminated from the 32Red Cup.
"We look forward to building on our continued and proud association with Goodwood Racecourse."
Three former winners have been entered again in last year's hero Rex Imperator, Hoof It and the veteran Borderlescott.
Robert Cowell's Intrinsic has been made the ante-post favourite by the sponsors despite missing the cut for the Wokingham at Ascot.
James Tate feels Ruwaiyan has the ability to go close having chased home Danzeno in the Chipchase Stakes at Newcastle on Saturday. The capable Iptisam could give the trainer a second string to his bow.
"Ruwaiyan has taken his race at Newcastle very well and we are now looking at the 32Red Cup," said Tate.
"He runs well in big fields and has definitely got faster as he's got older. Saeed Manana owns the family, so it could be that we look at Listed and Group Three races, but big field handicaps will suit this horse better.
"We had been looking forward to dropping him back to six furlongs for a while and we expected a big run at Newcastle. The only disappointing aspect was that they didn't go that fast in it because he doesn't like to make the pace.
"We will get a stronger pace at Goodwood and he has already proven himself at the track having finished second there over seven on his penultimate start. If he is drawn well, we would be very much looking forward to it.
"Iptisam progressed really well on the all-weather and ran a cracking race to finish second to Stepper Point in a Listed race. He was drawn 10 that day, which is almost an impossible draw to win from at Lingfield.
"Unfortunately, he had a problem in the Palace House, but he has fully recovered from that and will be ready to run in about two weeks. I guess we will be looking at one run before the 32Red Cup. We will see how he gets on and then make a decision."
Alben Star, Gamesome, Line Of Reason and Lancelot Du Lac are all among the bumper entry.